维多利亚的秘密武器
Scott Cendrowski, Anne Vandermey | 2012-02-09 16:26
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[译文]
The bottom line
Parent company: Limited Brands
Headquarters: Columbus
Employees: 90,000
The business: Run by CEO Leslie Wexner, Limited Brands owns Victoria's Secret, Bath & Body Works, and other consumer stores.
Limited Brands (parent of Victoria's Secret and Bath & Body Works) is rockin'. Earnings jumped 27% in the latest quarter, driven by the company's biggest brand, Victoria's Secret. Limited Brands was the most admired specialty-apparel retailer on Fortune's list last year.
Master the big show
The Victoria's Secret fashion show drew more than 10 million viewers on CBS in November (ratings have risen dramatically since hitting a low in 2006) and included celebrities like Kanye West and Jay-Z. The annual blowout, which cost $12 million, attracts worldwide attention. The brand's mighty publicity machine was tested in the following month, when a Bloomberg News report alleged that the company purchased cotton from a farm in Burkina Faso employing a 13-year-old. Limited Brands quickly disputed the report, avoiding a public relations mess for now.
Re-create best-sellers
Victoria's Secret knows how to exploit a hit. Its Miraculous bra, which adds two cup sizes to the wearer, became a best-seller. The company then used the bra's popular colors and patterns to drive sales in non-push-up styles. "They have done a great job reinventing," says Lazard analyst Jennifer Davis.
Don't rush into new markets
Victoria's Secret will open more than 100 beauty boutiques in foreign markets this year, but when it comes to flagship stores, the company is moving with great deliberation, hoping to avoid the trap of overexpansion. In 2004 it opened several locations in London's Heathrow Airport. After watching them closely for eight years, Victoria's Secret is now opening a big store on Bond Street. It will open five others in 2012 -- two in Britain, one in Kuwait, and two in the United Arab Emirates.
品牌概要 母公司：美国有限品牌公司（Limited Brands） 总部所在地：美国俄亥俄州首府哥伦布 员工人数：90,000人 公司简介：美国有限品牌公司，由CEO莱斯利•韦克斯纳执掌，旗下拥有内衣品牌维多利亚的秘密（Victoria's Secret）、沐浴美体品牌Bath & Body Works及其他消费门店。 美国有限品牌公司（维多利亚的秘密与Bath & Body Works所属之母公司）表现不俗。在旗下规模最大的品牌、维多利亚的秘密带动下，有限品牌公司上一季度的收入跃升了27%。公司入选《财富》杂志(Fortune)2011年“全球最受赞赏的专业商品零售公司”榜单（the most admired specialty-apparel retailer）。 | The bottom line Parent company: Limited Brands Headquarters: Columbus Employees: 90,000 The business: Run by CEO Leslie Wexner, Limited Brands owns Victoria's Secret, Bath & Body Works, and other consumer stores. Limited Brands (parent of Victoria's Secret and Bath & Body Works) is rockin'. Earnings jumped 27% in the latest quarter, driven by the company's biggest brand, Victoria's Secret. Limited Brands was the most admired specialty-apparel retailer on Fortune's list last year. |
大秀挂帅 美国哥伦比亚广播公司（CBS）去年11月份播出了维多利亚的秘密时尚内衣秀，总共吸引了1,000万名以上的观众观看（节目的收视率自2006年创下低谷后便戏剧性地一路攀升至今），嘻哈天王坎耶•维斯特、Jay-Z等大腕悉数登场。这场年度盛会耗资高达1,200万美元，全世界都为之瞩目。次月，维多利亚的秘密强大的公关部门又经受住了考验。当时，彭博新闻社（Bloomberg News）一篇报道称，该公司所用棉布采购自非洲布基纳法索的一间农场，而该农场内雇有一名年仅13岁的童工。有限品牌公司迅速澄清了报道，硬是逃过了一场公关危机。 | Master the big show The Victoria's Secret fashion show drew more than 10 million viewers on CBS in November (ratings have risen dramatically since hitting a low in 2006) and included celebrities like Kanye West and Jay-Z. The annual blowout, which cost $12 million, attracts worldwide attention. The brand's mighty publicity machine was tested in the following month, when a Bloomberg News report alleged that the company purchased cotton from a farm in Burkina Faso employing a 13-year-old. Limited Brands quickly disputed the report, avoiding a public relations mess for now. |
再造爆款 维多利亚的秘密深谙趁热打铁之道。它的魔术文胸能帮穿着者提升两个罩杯，成为热销商品。于是，维多利亚的秘密又将这款文胸的畅销颜色和图案用在了非聚拢型的款式上，藉此带动销量。市调机构Lazard的分析师詹妮佛•戴维斯说：“他们在产品的再设计上做得十分出色。” | Re-create best-sellers Victoria's Secret knows how to exploit a hit. Its Miraculous bra, which adds two cup sizes to the wearer, became a best-seller. The company then used the bra's popular colors and patterns to drive sales in non-push-up styles. "They have done a great job reinventing," says Lazard analyst Jennifer Davis. |
上面的图表显示了维多利亚的秘密门店数量统计情况。红色进度条为2011年年初的实际数字，黑色进度条为预计截至2012年底有望达到的数字。从上至下依次为维多利亚的秘密加拿大门店统计、维多利亚的秘密全球门店统计以及维多利亚的秘密美容精品店统计。
审慎扩张 维多利亚的秘密今年将在海外市场开设100间以上的美容精品店，但在旗舰店的开设上，维密的行动却十分审慎，避免陷入过度扩张带来的困局。维多利亚的秘密早在2004年就在英国伦敦的希思罗机场（Heathrow Airport）内开设了若干门店。如今，经过了长达八年的密切观察，他们才决定在伦敦的邦德街上再增设一家大型的旗舰专卖店。2012年，该公司还将有另外五家旗舰店陆续开张。其中英国两家，科威特一家，阿联酋两家。 | Don't rush into new markets Victoria's Secret will open more than 100 beauty boutiques in foreign markets this year, but when it comes to flagship stores, the company is moving with great deliberation, hoping to avoid the trap of overexpansion. In 2004 it opened several locations in London's Heathrow Airport. After watching them closely for eight years, Victoria's Secret is now opening a big store on Bond Street. It will open five others in 2012 -- two in Britain, one in Kuwait, and two in the United Arab Emirates. |
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